In the competitive universe of apps, securing an installation is far from enough. The real challenge begins after the download. According to a recent study by Appsflyer, only 1 in 10 users makes a purchase after installing an app , and during low-demand periods, this rate drops to less than 5%.
This scenario can have a significant impact on companies’ media budgets. The warning comes from Appreach, an agency specialized in advertising and performance for apps. For André Sales, CMO of Appreach, brands are leaving money on the table by not activating users at the right time. ‘App purchasing behavior has a critical window. About 40% of conversions happen on the first day, and 75% by the seventh day. If marketing isn’t prepared to act during this period, the opportunity is wasted,’ he explains.
Another key finding from the study: users who make their first purchase have nearly a 60% chance of becoming repeat buyers. And the second purchase usually occurs about 10 days after the download. In other words, a good start can establish a cycle of loyalty and recurrence.
What does this mean for the e-commerce market? That turning installations into sales and sales into recurrence requires much more than acquisition campaigns. ‘The rules of the game have changed. It’s essential to invest in engagement strategies, remarketing, and personalization right from the first week of use,’ says André.
For Appreach, the most successful apps are those that use data intelligence not just to sell, but to build relationships from the first touch on the screen. The most effective strategies include:
- Activating desire in the first few minutes after download, leveraging the user’s peak attention;
- Creating personalized and irresistible offers within the critical three-day window;
- Using smart and contextual notifications based on initial browsing behavior;
- Offering a smooth, intuitive, and frictionless purchase journey, from the first click to checkout.
In the agency’s view, each installation represents more than just a number—it’s a chance to create real value, build connections, and deliver an experience that stays in memory. The company’s mission goes beyond performance: it’s about making every journey unique and every app unforgettable.
